Recent Posts: Kea Research

Mark Reed-Edwards found the perfect timing, right after ARInsights‘ forum in Boston, to ask me about the misunderstandings and options within analyst relations. In the first of two ‘Confessions of a Marketer‘ podcasts with Mark, I explain the roots of the pay to play myth: that all analysts will say better things about you if Read more about Confessions of an analyst relations consultant[…]

IT solution providers can amplify their market impact by understanding that analysts’ impact differs greatly between countries. Services companies and solution providers often look at analysts through the lens of thought leadership: both market intelligence teams, which consume analyst insight, and analyst relations teams, which aim to inform it. However, because most analyst firms write Read more about TechMarketView & Ovum show national impact of analysts[…]

Marketing is one of the most important areas of expertise where analysts are creating value for their users. According to the participants in the Analyst Value Survey, the ten firms creating the most value through insight into marketing are the ones listed below. Gartner is the most valuable provider of analyst insight into marketing. Todd Read more about Ovum & 451 advance in Marketing Analyst Firm Awards 2017[…]

When AR professionals consider using Twitter to interact with analysts they often shy away from the activity based on their perception of adding yet another task to an already heavy workload. There is even the perception that following an analyst using a personal Twitter handle (e.g., @daveeckert or @carterlusher) sets the expectation that the AR professional should be interacting with the analyst and not just observing their tweets. While this is not an unreasonable concern, our experience is the effective use of Twitter rarely has a large workload impact (see Analyze social media traffic of analysts to determine your workload).

One way for AR programs with two or more staff members to get around the perceived workload issue is to set up an AR team handle (e.g., www.twitter.com/vendor_AR) and then switch support duties periodically (e.g., on Mondays). Then only one team member at a time is monitoring analysts’ Twitter traffic and posting appropriate tweets about the vendor. This approach also has the advantage of building the AR team’s brand with the analysts.

SageCircle Technique:

Set up an AR team handle on Twitter – select a name which reflects it as a team-branded handle.